Análisis de la influencia del marketing de experiencias en el comportamiento de consumo en las cafeterías de la ciudad de Guayaquil.

Abstract

This degree work was carried out with the purpose of analyzing the influence of experience marketing in the consumption behavior of coffee shops in the city of Guayaquil. For the execution of the mentioned analysis, concepts and similar studies about experience marketing were investigated, in the same way, the definition of cafeteria and its categorization according to the Ministry of Tourism in the year 2018 were deepened. In the market study we worked with quantitative and qualitative data, and concerning the obtaining of information, online surveys and expert interviews were applied. The data collected were processed and analyzed using Microsoft Excel and the statistical software SPSS with the objective of identifying the profile of consumers of 2-cup coffee shops, the use of sensory marketing in these coffee shops, and the factors that influence consumer behavior.